Direct Mail Marketing Is Alive & Well

Originally posted on 05/15/2019

With the rise of social media, many people would say that direct mail is dead. Fat chance! Direct mail has many advantages; it’s highly targeted, cost-effective, and flexible. Even though many campaigns are now replaced with online advertisements, direct mail is still one of the most effective forms of advertising and can amplify your advertising efforts. 

Here are some interesting facts proving that rumors of direct mail's demise are greatly exaggerated. 

Direct Mail Marketing Campaigns Can Lock Onto Your Target Audience

While digital markets will argue that digital marketing campaigns, such as email marketing, are the best way to reach your target audience, that isn't always the case. You can target specific areas with a direct mail marketing campaign that may better reach your audience.

Direct mail marketing campaigns effectively reach potential customers by leveraging precise targeting and engaging content. By using demographic and geographic data, businesses can tailor their marketing efforts to specific audiences, ensuring that each piece of mail resonates with its recipient.

Mail marketing services offer comprehensive solutions, from graphic design to printing, to create visually appealing and persuasive materials. According to a study by the Data & Marketing Association, direct mail boasts a high response rate, particularly when combined with digital channels, making it a powerful tool for reaching and converting potential customers.

Direct Mail Statistics & Information

1. Direct mail continues to be used heavily, with a forty-three percent (43%) share of total local retail advertising. 
2. Direct mail response rates outperform digital channels by a wide margin. According to the DMA, DM achieves a 3.7% response rate on a house list and a 1.0% rate on a prospect list. Compare that to the average 0.6% response rate of all other digital channels combined (mobile, email, social, paid, etc.). 
3. Ninety-two percent (92%) of young shoppers say they prefer direct mail for making purchasing decisions. 
4. An International Communications Research survey found that seventy-three percent (73%) of consumers actually prefer mail over other advertising methods. 
5. Seventy percent (70%) of Americans say mail is more personal than the internet. 
6. Four-fifths (79%) of consumers act on direct mail immediately, as opposed to forty-five percent (45%) who say they deal with email right away. 
7. Direct marketers spent $46 billion in 2014, with estimated returns of over $2.05 trillion dollars in sales. 

Direct Mail Marketing Requires Careful Planning

The process of designing and printing direct mail involves careful planning and creativity. Graphic design plays a crucial role in capturing the recipient's attention and conveying the intended message effectively. Each piece of mail should be designed to stand out, with clear calls to action and personalized content.

Moreover, the tactile nature of direct mail adds a level of engagement that digital methods often lack. Research from USPS reveals that physical mail can leave a lasting impression, making it a valuable component of a well-rounded marketing strategy. By integrating direct mail into their marketing efforts, businesses can improve their outreach and drive better results.

Your Marketing Strategy: Moving Forward with a Direct Mail Campaign

People still love to get mail, perhaps surprisingly even the younger generation! Direct mail is more likely to be viewed by the recipient than other forms of marketing, like digital advertising. It makes for an excellent marketing addition for any company that wants to develop an effective and thoughtful marketing program.

A well-executed mail campaign, in combination with email, social, and other forms of marketing, can significantly boost the returns on your marketing dollars. 

Working with a Professional Direct Marketing Firm

Direct mail offers you a chance to connect with your audience. If you have been building your list, you have the potential to change the direction of your marketing. Working with a professional list-building company like Progressive Data Services can help. Give our team a call today to see what we can do for you.